For years marketing has been all about advertising, but in many ways advertising is becoming less effective. Consumers are so used to banner ads and social media ads that they scroll right over them without even noticing anything about the product or brand. In other words, it just isn’t giving much ROI for the buck anymore. That’s not even factoring in ad blocking software.
Consumers are not stuck in front of a television set as their sole means of at-home entertainment, or dependent on print magazines for articles they enjoy, so the advertisements that were so much a part of those media forms just aren’t doing what they used to do. But that’s not to say that good advertising still doesn’t have a place.
What Makes Good Advertising
Whenever the content for advertising is entertaining, adds value to the consumer, or offers a necessary service, then it will continue to have worth to customers. If people find it annoying, it’s NOT good advertising.
Build Bridges or Fall of the Cliff
When it comes to advertising, those still pursuing the tried and not so true ways that are more of a pain to consumers will come to realize they are standing on the very edge of a crumbling cliff of advertising. Those who are willing to look for better ways will see the value of building bridges with their ads to connect brands with consumers. And the bridge isn’t built on the number of people who see the ad – that would be more in keeping with the number of travelers crossing the bridge.
Instead, the bridge needs to have strong content to serve as the surface of the bridge, the highest levels of customer service to act as the girders holding up the bridge, and the smooth surface has to come from the value of any message relayed, and product pitched. Until advertisers begin to think more like the consumers they want to buy their products and see what they want, the number of people NOT wanting to see ads will just keep growing, and large entities such as Google will continue to tell advertisers to stop being so annoying.
The other thing to consider in the bridge building concept is that every ad is just one section of a very long and extensive bridge. It’s not enough to be equal to the rest of them; advertisers need to create something that makes their section of the bridge extraordinary in how the consumer experiences it.
For small and mid-sized brands, this is even more important. Everything put out by such brands needs to be distinctive and honest. The products need to be top-notch and begin building a reputation that excels anyone else in the market. Provide service, surprise, delight, innovation, and align a cause with the purpose of your brand. Those will build the best sections in any bridge between advertising, brands, and consumers.
About the Author: Ronn Torossian is CEO of 5WPR, a leading PR firm.